The partnership between SuperBrugsen and Ekstra Bladet aimed to contribute to SuperBrugsen’s digital transformation and to expand both partners mutual interest in leveraging data to increase effectiveness within digital advertising.

Ekstra Bladet is Denmark’s biggest digital media company with one million users (20% of the country’s population). Its mobile audience is as large as its desktop audience, with 400,000 daily users on each platform. The company’s digital revenue surprassed its print revenue in 2013.

The partnership is based on delivering right message to the right audience, using shopping data and user data, synthesised by a German-based data management system.

The two companies merged anonymous user data with shopping data. As a result, the system produced selective ads to hit the precise groups of users. Earlier research studied the behaviour of those groups, so the advertising became more relevant and precise.

About Marek Miller

Marek Miller is a contributing editor to INMA, as well as an editor at eM-Media, Prasa.info, Innovation Media Consulting. Based in Lodz, Poland, he can be reached at marek.miller@gmail.com.